Spotify got Filipinos to try Daylist through influencers
Spotify brought the fun with Daylist, a new and ever-changing playlist that evolves with you throughout the day. Through an influencer campaign featuring the country’s most distinct personalities, Spotify added a fun, fresh flavor to social media as they got Filipinos to share their own Daylists.
Spotify is the world’s most popular audio streaming subscription service. It is a platform that gets to know its users and further invites them into a limitless journey of audio discovery.
As a trailblazer in the era of online streaming, Spotify is an eclectic hub that makes space for both listeners and creators to explore, interact, and share their love for audio in all its forms.
How Daylist hit different on Filipino social media
Spotify is the world’s most popular audio streaming subscription service, but there are still Filipinos who rely on multiple other platforms to consume audio. Enter Daylist, a new and ever-changing playlist that evolves with you throughout the day – complete with fascinating titles that range from emotional to wacky. But they needed the Pinoy social media crowd to know it and want to participate.
The Spotify team enlisted the support of four different agencies to build on their localized Daylist campaign that would get the whole country talking and participating. Near Creative, in particular, was tasked with leading influencer marketing to boost engagement with Daylist and create meaningful conversations surrounding the feature.
Building a great campaign through a deep grasp of Filipino culture, active collaboration, and the country’s best influencers
Spotify had a solid strategy for Daylist, so Near Creative was eager to build on its campaign through our longtime influencer expertise. Our team collaborated with today’s most relevant influencers to create different types of content for Tiktok & Instagram that seamlessly incorporate Daylist into their native content.
Based on the insights we gleaned from extensive discussions with the Spotify team and fellow partner agencies, Near dove deep into who we are as Filipinos: what we like, what we engage with online, and what makes us want to post and share. This is how Near locked into the relational nature of Filipinos and our inherent hesitation to be straightforward about our thoughts and feelings and finally pushed Daylist – a bite-sized personality test in its own way – by having influencers reveal interesting aspects of their personalities through their Daylists and inviting their audiences to do the same. Through the Daylist, influencers like Andrea Brillantes, Small Laude, Nico Bolzico, and Ashley Garcia used it as a tool to connect deeply with their audience, driving more engagement.
We knew that great content is born out of trust, so we made it a point to have a collaborative relationship between Near, Spotify, and influencers. We encouraged and supported the creativity of our influencers as they understand their audience best.
Top tips from the Daylist influencer campaign
Mind the tier split of your KOLs. The tier split of KOLs matters because different tiers accomplish different roles for any good campaign.
Maximize your KOLs' best platforms. KOLs will have specific platforms that garner them more engagement. It’s important to make full use of this to reach your goals.
Don’t underestimate the power of Instagram Stories. Social media doesn’t revolve around photo and video posts only. Instagram Stories are powerful tools to drive interactions and conversations.
